Old Navy, made headlines this week when one woman, Renée Posey, started an online petition through change.org to bring down prices of plus size items in the store. The problem? Clothes for plus size women vary in price compared to regular sizes. While prices for plus sizes in the men’s department stay the same price compared to regular sizes.
“Old Navy’s rock-star super skinny jeans cost $27 at a size 6. The same jeans in a size 26 cost $40. Alternatively the men’s slim fit jeans cost $25 – no matter the size. Old Navy even takes it one step further by separating out women’s plus clothing into a completely different section of the website, but keeping all of the men’s cloths together… For a company like Old Navy, who claims to be inclusive and strives to provide affordable clothing for everyone, this practice completely undermined their mission.”
The Gap.inc, corporation, which Old Navy is apart of, quickly released this statement explaining why women’s plus size clothing is offered at a higher price.
“Old Navy is proud to offer styles and apparel designed specifically for our plus size funeral consumer, which includes curve – enhancing and curve – flattering elements such as four – way stretch materials and contoured waist pants, which most men’s garments do not include. This higher price point reflects the selection of unique fabrics and design elements,” said Liz Nunan, a spokesperson for the cooperation.
This report comes in slew of other controversies surrounding marketing for women. In the last couple of week’s Victoria’s Secret had to revise their “perfect body” campaign, to “A Body for Every Body’, after they received scrutiny about its message. Topshop also received scrutiny over the display of their too-skinny mannequin’s.
Still, it remains to be seem if Gap will follow suit and lower their prices. The lager issue here, is gendered pricing, and this will most likely remain the same. Forbes reported that, “women spend on average $1,400 more a year than men on basic drugstore products, imported goods and at the doctor’s office.”